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Fareast International University

A domestic company and their Brand Element

Submitted To
Ms. Shohana Siddique

Fareast International University

Submitted By
Md. Mamun Hossain

Date of Submission:

S.L Table of Content Page

1. Introduction 3
2. PRAN –Short Overview 3
3. Brand Strategy 3
4. Insight of PRAN’s Brand Strategy 4
5. PRAN’s Brand Mantra 6
6. PRANS’s positioning 6
7. Competitors of PRAN 6
8. PoPs and Pods 7
8.1 Points of Parity 7
8.2 Points of Differentiation 7
9. Customer Based Brand Equity Model 7
9.1 Salience 9
9.2 Image 9
9.3 Performance 9
9.4 Feeling 9
9.5 Judgments 9
9.6 Resonance 9
10. Brand Identity Prism 10
11. Marketing Mix Strategy 11
11.1 Product Strategy 11
11.2. Pricing Strategy 13
11.3 Packaging Strategy 15
11.4 Channel Strategy 16

11.5 Promotional or Integrated Marketing Communication 18

11.6 Promotion Strategy 18
11.6.1 Push Strategy 18
11.6.2 Pull Strategy 19
12. Brand Audit 19
13. Brand Development Strategies 20
14. Recommendation 22
15. Conclusion 22
16. Reference 22

1. Introduction

PRAN started its journey focusing food lover people in Bangladesh. PRAN always dedicated to providing
fresh, hygienic fruits and vegetables to the people.

The specific objectives of the report are as follows:

To describe the strategies related to Branding Element of PRAN.

To give an overview of PRAN.
To find out about the ongoing prospects about PRAN.
To get an insight of the products of PRAN.

2. PRAN –Short Overview

PRAN -means Programme for Rural Advancement Nationally was established in 1981 by retired Major
General Amjad Khan Chowdhury. ‘PRAN’ has started its operation in 1981 as a processors fruit and
vegetable in Bangladesh. Over the years, the company has not only grown in stature but also contributed
significantly to the overall socio-economic development of the country. “PRAN” is currently one of the
most admired food & beverages brands among the millions of people of Bangladesh and other 134
countries of the world where PRAN Products are regularly being exported. All the PRAN products are
produced as per international standards maintaining the highest level of quality at every stage of its
production process. PRAN is currently producing more than 400 food products under 10 different
categories i.e. Juices, Drinks, Mineral Water, Bakery, Carbonated beverages, Snacks, Culinary,
Confectionery, Biscuits & Dairy. The company has adopted ISO 9001 as a guiding principle of its
management system. The company is compliant to HACCP & certified with HALAL, which ensures that
only the best quality products are reaches to the consumer's table across the Globe.

3. Brand Strategy

Brand strategy is a long-term plan for the development of a successful brand in order to achieve specific
goals. A well-defined and executed brand strategy affects all aspects of a business and is directly
connected to consumer needs, emotions, and competitive environments.

4. Insight of PRAN’s Brand Strategy

At PRAN, it believes that the consumers should enjoy what they eat and still live a healthy life. That is
why PRAN is dedicated to making the food that people love even better. In addition, PRAN is supporting
programs and partnerships that help to educate and induce people to make healthful choices.

PRAN is currently producing more than 400 food products under 10 different categories, which are
introduced in “Product Brand Matrix”. To characterize the product and branding strategy of a firm, one
useful tool is the brand-product matrix, a graphical representation of all the brands and products sold by
the firm. In the brand-product matrix, columns represent all products offered under different brands. This
helps marketers understand the current brand line and explore the further opportunity in expanding the
product line. In the brand-product matrix, all current existing brand is represented in form of rows
referred to as a brand portfolio. The brand portfolio analysis is essential to design and develop new
marketing strategies to target a given product category.

5. PRAN’s Brand Mantra

A brand mantra is not an advertising slogan or tagline, and, in many cases, a brand mantra is a brand
promise. The brand mantra of PRAN is – “Eat Delicious. Live Healthy”.

6. PRANS’s positioning
Brand positioning is definite as the conceptual place you want to own in the target consumer's mind — the
benefits you want them to think of when they think of your brand. An effective brand positioning strategy
will maximize customer relevancy and inexpensive uniqueness, in exploiting brand worth. PRAN has
different positioning for different target groups. Such as PRAN Junior Fruit Drink’s Positioning is- it
provides vitamin A and C to the young children has to do
PRAN Gems Positioning is- morning until Night children’s can have PRAN GEMS at anytime,
anywhere, at lunch, at breakfast, at snacks.
PRAN Mango Juice Positioning is- the happiness of real mango, the taste of local mango in every
occasion, every party.
PRAN Spice Powder positioning is – cooking quickly and getting the taste of mom’s hand.
PRAN Pickle: not only tasty but also 100% healthy.
PRAN Dairy Positioning is – packaging is consist of six lairs that is why the ilk remains pure and quality
of three months and no need to boil it. In addition, the milk was pureed by HUB dairy technology.
These are some positioning of some of their business brands by allocated their target customer.

7. Competitors of PRAN

Any person or entity which is rival against another. In business, a company in the same industry
or similar industry which offers a similar product or service. The presence of one or more
competitors can reduce the price of goods and services as the companies attempt to gain a
lager market share. Any segment can be my competitor or the whole market can be my competitor.
PRAN’s have several competitors in the market. Like:Globe, Akij, Farm Fresh, Aarong, Nestle, Soji
group, Milk Vita

At PRAN’s perspective, competitors are their good friend from which they are getting a unique

8. PoPs and Pods

8.1 Points of Parity

Points of Parity (POP) are usually the attributes or functionalities or benefits or any other marketing mix
elements that are not unique to the brand and might be shared by some or all the competitors, as they
mostly include the basic necessities for a brand to be considered in a particular category. PRAN has some
similarities related to its competitors. Like: Same products.
Same circle customers
Same Market
Same events.

8.2 Points of Differentiation

The point of difference refers to the factors of goods or services that establish differentiation.
Differentiation is the way in which the goods or services of a company differ from its competitors.
Indicators of the point of difference's success would be increased customer benefit and brand loyalty.
PRAN has an important uniqueness that related to its competitors. Like:
Strong and largest distribution channel.
Above skilled labor.
Well trained sales force.
Exceedingly active in media.
Best export trophy.

9. Customer Based Brand Equity Model

Keller's Brand Equity Model is also recognized as the Customer-Based Brand Equity (CBBE) Model.
Kevin Lane Keller, a marketing professor at the Tuck School of Business at Dartmouth College,
developed the model and printed it in his widely used classic, "Strategic Brand Management." The

concept behind the Brand Equity Model is simple: in order to build a strong brand, it must shape how
customers think and feel about your product. A brand has to build the right type of experiences around the
brand so that customers have specific, positive thoughts, feelings, beliefs, opinions, and perceptions about
it. When a brand has, strong brand equity then customers will buy more from that brand, they will
recommend to others about that brand, they are more loyal, and the brand is less likely to lose them to
Here we are providing PRAN’s customer based brand equity model from customers’ perspective, which
we have collected by talking with various customers.

9.1 Salience
PRAN is one of the largest food processing brands in Bangladesh.

9.2 Image
PRAN provided farmers with guaranteed prices. PRAN Foods, a sister concern of PRAN-RFL Group,
produces a number of agro products under the banner of PRAN. Good Quality Food or Products are
manufactures by PRAN.

9.3 Performance
PRAN has become one of the largest food and beverage brands in Bangladesh and has been exported to
138 countries. PRAN established a subsidiary company in UAE in 2003 . Pran exports had reached 10
billion taka value by 2016, the biggest markets for the company was India, Saudi Arabia, UAE, Malaysia,
and Oman The same year the revenue for PRAN exceeded 500 million USD. PRAN started exporting
potatoes in March 2016. In April 2016, PRAN has 80 thousand direct employees and 200 thousand
indirect employees. PRAN exports to 118 differe nt countries.

9.4 Feeling
Consumers feels the warmth and secure by consuming their products rather than other brands.

9.5 Judgments
PRAN takes a comprehensive approach to all kinds of agro-processed food products, considering all of
the ways their lives can be enriched through ensuring hygienic and quality food products. With HACCP
compliance to ensure best quality products reaching to the consumers
Furthermore, company’s computer systems offer continuous monitoring of all manufacturing
process to ensure the highest level of quality

9.6 Resonance
They have loyal customers with repeated purchases. They have a beautiful sense of community. With a
high dealing engagement.

10. Brand Identity Prism

For any brand to succeed, it needs to present a coherent image in the minds of the consumer. All the six
facets of the brand need to tie in with the central brand essence. As soon as all the elements come into
place, it just clicks! Let us take the example of Marlboro – developed as women brand (in 1924, with
“Mild as May”! as the tagline), and later re-positioned in 1954 using a ‘mythica l cowboy’ – The new
campaign raised sales by 3241 % within the year! Many other similar masculine platforms were tried,
later returning to the cowboy theme – lasting until today and becoming one of the most quoted examples
in Positioning. Here in lies the power of brand coherence or a consistent positioning of all these

Physique – These include tangibles or salient aspects, which come to mind when reminded of the brand.
Personality – The product would bring these values in case it was personified. These also are defined in
the style or tone of communication or in the effective use of celebrities or spokespersons. Culture – The
values that feed brand inspiration or passions of the brand.
Relationship – In short, this is what the consumer feels he/she gets on buying the product – The
‘exchange’ beyond a transaction.
Reflection – The stereotypical user of the brand as generally reflected in communication. Do remember
that this is mostly a subset of the ‘Target group’ of the marketer.
Self-Image – This is the internal mirror, which shows how the consumer wants to be seen. This is very
important in imagery-based products. Ideally, a few characteristics of different elements need to fall on
this side of the prism

Here is the PRAN example of how multiple facets come together in the prism – all to bring happiness to
the consumer making him/ her feel a strong bond with the bottle.

Physique: Product oriented quality and a wide range of foods. Standard red with yellow color.

Personality: Quality Oriented, with a traditional sense.

Culture: Commitment and show respect to the human as well environment.
Self- Image: Focus on human relationship. Perpetuate tradition,
Reflection: connection to people from childhood through traditional way.
Relationship: advertising, community, friendship.

11.Marketing Mix Strategy

11.1 Product Strategy

A product strategy is the foundation of a product life cycle and the execution plan for further
development. The product strategy allows the business to zero in on specific target audiences and focus
on the product and consumer attributes.

Product line length

Line stretching: Adding products that are higher or lower priced than the existing line. PRAN has
added a number of products in their existing product lines, which are higher, or lower price than the
existing lines.
Line filling: Adding more items within the present price range.

Product line width

Product line width is the number of different product lines carried by the company. PRAN has a number
of product lines. They are Juice, drink, bakery, carbonated beverages, snacks, culinar y, biscuits,
confectionary, dairy, health food drink, frozen foods, breakfast and refreshme nt, rehydration etc.

Some samples of different Product lines/categories of PRAN are shown below:

Bakery Carbonated beverage Biscuits


Product line depth

Product line depth is the number of different versions of each product in the line. Product line depth
includes different flavors, colors of the product. Our SBU PRAN -Frooto 250 ml has only one flavor. It
has no other variations. So this theory cannot be related to our product.

Product line consistency

Product line consistency is how closely related the product lines are. The product lines of PRAN Foods
Ltd. are closely related because all the product lines include food and beverages only.

Now PRAN focuses on eight main things in their product strategy. First, one is growing up. In their
product strategy, they think is the product really grow their brand name and fame. Second is a priority.
They give priority to their market research who actually give them a new idea about the product. In
addition, their sales force who give them the new product idea. The third one is loyalty. PRAN always
think about their loyal customers. Do they really buy their new product? PRAN has 80% loyal customers
around whole Bangladesh. PRAN also set their price by keeping them in mind. PRAN has different target
group for different products. They always think about the taste of target group

11.2. Pricing Strategy

Price is the amount of money charged for a product or service or the sum of the values that customers
exchange for the benefit of having or using the product or service.

Fixed price: The term fixed price is a phrase used to mean the price of a good or a service is not subject
to bargaining. The term commonly indicates that an external agent, such as a merchant or the government,
has set a price level, which may not be changed for individual sales. Pran frooto has fixed price
everywhere throughout the year.

Dynamic price: Dynamic pricing is a partially technology-based pricing system under which prices are
altered to different customers, depending on their willingness to pay. Several examples of dynamic
pricing are Airlines. This is not dynamic, as their price does not vary.

Fixed cost: Fixed costs are the costs that do not vary with production and sales level.

Variable cost: Variable costs are the costs that vary directly with the level of production.

Pricing a product based on the value the product has for the customer and not on its costs of production or
any other factor. This pricing strategy is frequently used where the value to the customer is many times
the cost of producing the item or service. For instance, the cost of producing a software CD is the same
independent of the software on it, but the prices vary with the perceived value the customers are expected
to have.

Value Pricing

This approach is used where external factors such as recession or increased competition force companies
to provide valuable products and services to retain sales e.g. value meals at McDonald's
and other fast-food restaurants. Value price means that you get great value for money i.e. the price that
you pay makes you feel that you are getting a lot of product. In many ways, it is similar to economy

Penetration Pricing

The price charged for products and services is set artificially low in order to gain market share. Once this
is achieved, the price is increased. France Telecom and Sky TV used this approach. These companies
need to land grab large numbers of consumers to make it worth their while, so they offer free telephones
or satellite dishes at discounted rates in order to get people to sign up for their services.

Product Line Pricing

A product line is a group of related products manufactured by a single company. Companies usually
develop product lines rather than single products.

PRAN also has various product lines. We can take their juice sector for example. PRAN has juices
available in a glass bottle, aseptic pack, pet bottle, tin can. Among them, Frooto Mango juice of 250ml is
very popular one.

Optional Product Pricing

Optional product pricing is a method of determining product costs whereby a business sets a low cost for
its most basic product and then profits from selling more costly accessories.PRAN does not practice
optional product pricing strategy.

Captive Product Pricing


Captive product pricing is the strategy in an item made specifically for use with another item, usually
from the same manufacturer.PRAN does not have any captive product pricing strategy.

By- product Pricing

By product is something, which is, produced as a result of producing something else (the main product).
Usually, the byproducts are disposed of and have little value. However, in by product pricing, the by-
product has significant value and the manufacturer can gain a competitive advantage by reducing the
price of the main product or recovering some of his expenses by selling the valuable by product.

PRAN does not have the strategy.

Product Bundle Pricing

Product bundle pricing is a marketing ploy in which several products are offered for sale in one combined
unit that is often marked at a reduced price compared to the sum of their separate purchase prices.

11.3 Packaging Strategy

A great packaging of yours makes your product POP. Moreover, fall off the shelf into customer’s cart.
PRAN used different packaging for the different product category. They use more than 11 types of
packaging pattern for their 11-product category. According to PRAN assistant brand manager in
packaging site, PRAN spend the highest money in comparison to others brand. PRAN believe successful
packaging sells. Packaging that sells is friendly to the mind and connected to the heart of the shopper. In
other words, packaging must be designed to be immine ntly “shoppable”. PRAN use different names
related to their packaging, by giving them names PRAN creates particular characters. There are six
functions that product packaging should fulfill do by PRAN.

Unique Packaging

The packaging "must stand out from the crowd" and be different from your competitors. You do not want
consumers to confuse your product with that of your competitors. This is to convince customers that they
are getting a quality product, which is just as good as the branded version.

Functional Packaging

If the packaging has more than one function, ensure that it performs all of its functions. PRAN do
functional packaging for their Dairy Products. PRAN believe packaging for food products must preserve
the product for a period. Whilst packaging for fragile products should protect the product during storage
and transit. If the packaging contains product instructions, make sure the instructions are clear and will
not be accidentally torn when the consumer is removing the product.

Safe Packaging

The packaging must be tested to make sure consumers can safely use it. The packaging should also
safeguard people living with the consumer such as children. For example, PRAN does that packaging
strategy in case of Pickle products.

Easy to Remove Packaging

Consumer give up products if packaging makes it difficult to access or use the product. PRAN ensures
that packaging in Juice products.

Promotional Packaging

Packaging must be designed to promote the benefits of the product. When consumers are deciding on
which product brand to choose, they will use the packaging to make their decision. PRAN in the case of
Soft Dough Biscuits does that packaging.

11.4 Channel Strategy

A channel strategy is a plan for reaching customers with products and services. Channels serve two
primary functions: selling to the customer and delivering customer experience include in products and
services themselves. A channel strategy considers factors such as customer habits, competitive
environment, and constraints such as costs and capabilities. The following are common examples of
channel strategies.

Retail: Opening physical locations to reach customers. PRAN do follow this type of channel to reach the
target group.

Camping: Locating sales offices or retail shops close to your customers. For example, an IT company
that sells a trading platform might locate sales offices in major financial districts. PRAN do follow this
type of channel to reach the target group.

E-commerce: Selling through website and other digital channels such as a mobile app. PRAN already
started to sales.

Bricks and Clicks: Combining e-commerce and retail operations such that they complement each other.
For example, retail locations may be used for delivery and customer service for online orders. The e-
commerce channel can be used by retail locations to extend inventory and selection. PRAN is planning to

Personal Selling: Using a sales force who sell to a network of social connections. Critical to complex
PRAN following this type of channel to reach the target group.

Direct Selling: Selling directly to customers through mediums such as social media. PRAN do follow
this type of channel to reach TARGET GROUP.

Value Added Reseller: Partners that incorporate your products or services in their own products.

Franchising: Retail locations that you do not own but exercise significant control over through
contractual agreements. PRAN do follow this type of channel to reach target group.

Wholesale: Selling to intermediaries in the supply chain such as wholesalers. PRAN do follow this type
of channel to reach target group

Licensing: Granting other firms the right to use your brand and/or intellectual property such as product
designs in exchange for fees.

Agent/Broker: Selling through representatives such as agents and brokers. PRAN do follow this type of
channel to reach the target group.

Marketing Partners: Partners such as advertising platforms that help you to reach customers. PRAN
do follow this type of channel to reach the target group.

Distribution Partners: Partners that help you with distribution including sales and delivery of
products, services, and customer experience. In many cases, distribution partners can help to expand sales
to new regions or customer segments. PRAN do follow this type of channel to reach the target group.

11.5 Promotional or Integrated Marketing Communication Strategies

The promotional mix describes a blend of promotional variables chosen by marketers to help a firm
reach its goals. It has been identified as a subset of the marketing mix. It is believed that there is an
optimal way of allocating budgets for the different elements within the promotional mix to achieve best
marketing results, and the challenge for marketers is to find the right mix of them. Activities identified as
elements of the promotional mix vary, but typically include the following:

Advertising is the paid presentation and promotion of ideas, goods, or services by an identified
sponsor in a mass medium. Examples include print ads, radio, televis io n, billboard, direct mail,
brochures and catalogs, signs, in-store displays, posters, mobile apps, motion pictures, web pages, banner
ads, emails.

Personal selling is the process of helping and persuading one or more prospects to
purchase a good or service or to act on any idea with an oral presentation, often in a face-to-face manner
or by telephone. Examples include sales presentations, sales meetings, sales training and incentive
programs for intermediary salespeople, samples, and telemarketing .

Sales Promotion is media and non-media marketing communication used for a pre-determined
limited time to increase consumer demand, stimulate market demand or improve product
availability. Examples include coupons, sweepstakes, contests, product
samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitio ns .

Direct Marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to
communicate directly to the customer, with methods such as mobile messaging, email, interactive
consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor
PRAN uses Advertisements, publicity programs and sales promotional programs as well. For example:
they use billboards, television and radio to promote their product.

11.6 Promotion Strategy

There are two types of sales promotion strategies according to PRAN Group

 A push strategy
 A pull strategy or

11.6.1 Push Strategy

A ‘push’ sales promotion strategy involves ‘pushing’ distributors and retailers to sell your products and
services to the consumer by offering various kinds of promotions and personal selling efforts. What
happens here is that a company promotes their product/services to a reseller who in turn promotes it to
another reseller or to the consumer. The basic objective of this strategy is to persuade retailers,
wholesalers and distributors to carry your brand, give it shelf space, promote it by advertising, and
ultimately ‘push’ it forward to the consumer. Typical push sales promotion strategies include; buy-back
guarantees, free trials, contests, discounts, and specialty advertising items.

11.6.2 Pull Strategy

A ‘pull’ sales promotion strategy focuses more on the consumer instead of the reseller or distributor. This
strategy involves getting the consumer to ‘pull’ or purchase the product/services directly from the
company itself. This strategy targets its marketing efforts directly on the consumers with the hope that it
will stimulate interest and demand for the product. This pull strategy is often used when distributors are
reluctant to carry or distribute a product. Typical pull sales promotion strategies include; samples,
coupons, cash refunds or rebates, loyalty programs and rewards, contests, sweepstakes, games, and point-
of-purchase displays.

The PRAN follows the Pull strategy. Pull strategy is directing the promotional mix at ultimate
consumers to encourage them to ask the retailer for the product.

PRAN sort a total budget for their publicizing in each year.

12.Brand Audit

A Brand audit is brand health check. It's a process to re-evaluate your business product or service. It's a
thorough examination of your brand’s status in terms of things like positioning, messaging, the value of
customers, Experience, deficiencies, trends, appearance, benchmark against global trends & competitors.It

helps to identify your brand weakness & opportunities so that you can effectively make the right changes
to increase your risk & grow your profitability.
Brand audit reasons are such as low awareness, falling sales, poor market penetration deficienc y, week
messaging, low market perception, image reputation attitude to the brand & effectiveness of brand
management efforts, reviewing marketing plans brand strategy brand collateral.It reveals the gap between
perceptions aspirations & realities with regard to your brand & your customers getting what you think and
experiencing what you are giving them do they even know everything you have offered or provide.

13.Brand Development Strategies

After doing a brand audit and evaluating integrated marketing communication programs when a brand
finds some major problems they take development strategies. So as PRAN, they took brand development
strategies recently in 2015.

According to most of the people, brand is the most important factors for choosing a product. So, the
companies should always focus on how to develop their brands. Brand development strategies have a
different segment.

Line extension means when a company extends existing brand names to new forms, colors, sizes,
ingredients of an existing product category. PRAN has introduced different forms (pet bottles,
aseptic/tetra packs), different sizes (250 ml, 500 ml, and 1000 ml) of PRAN Frooto.

Brand extension is the way of extending a current brand name to new modified products in a new
category. PRAN Foods Ltd. has extended its current brand name “PRAN” to new modified products
in a number of categories like, Juice, drink, bakery, carbonated beverages, snacks, culinary, biscuits,
confectionary, dairy, health food drink, frozen foods, breakfast and refreshme nt, rehydration etc.

Multi brands are there when the companies introduce additional brands in the same category.
PRAN has many product categories and the company has introduced many differe nt brands in each
of its product categories. Such as in terms of juice they have junior juice and frooto.Products
Cannibalization may occur which one successful brand may be strong enough to take away the other
brand such as if frooto 250 ml is too successful it might take away the market share of junior juice.

New brands A company may believe that the power of its existing brand name is waning and a new
brand name is needed. Or it may create a new brand name when it enters a new product category for
which none of the company’s current brand name is appropriate. It occurs when a firm uses an
entirely new brand name to enter a very different type of product category. PRAN Frooto does not
follow this.

14. Recommendation
 The firm should ensure quality of PRAN product according to the consumer’s need
and expectations. Quality of a product is of attributes that the consumer expects in a
particular product. In case of PRAN juice pack these attribute may be design color
combination, taste, etc. So quality should be selected from consumer viewpoint.

 New segments will be added with the existing market. New segment will be for
middle lower and old people.
 The Company will make position of juice pack as ‘economic and quality product’ for
large market share.
 Taste, color combination and flavor of juice pack will be improved.
 Dealers, agents, wholesalers and retailers should be given high commission.
According to the participants they want high commission from the authority. The
commission system will reduce the business task of the participants.
 Finally, the company will offer competitive price. The company will fixed a reduced
price that will be lower than other competitors.

15. Conclusion

Pran-Rfl Group one of the biggest manufacturing company in Bangladesh. More than one
lac employees are working in this company. PRAN has a big market in India and Middle
East countries. PRAN-RFL products are now available in Africa, Europe and North & South
America region, PRAN-RFL Group is the country’s leading food manufacturer and exporter,
started exporting its products to France in 1997. At present, the group is exporting it wide
range of products to 141 countries in the globe.

16. Reference

PRAN product catalog.